It looks like, Sportswear brand Adidas and American rapper Kanye West are on the same page again, but this time, it’s to end their partnership. Earlier this week, West attended the Yeezy Season 9 presentation at Paris Fashion Week wearing a T-shirt that reads “White Lives Matter” on the back and a picture of Pope John Paul II on the front.

As a result, Kanye West’s Yeezy season 9 presentation became a significant controversy, and West got into trouble. After this controversial stunt, Adidas put its partnership with West under review.

Kanye West’s Adidas Deal Is Under Review: Why?

Kanye West
Kanye West

Adidas is officially putting their partnership “Under Review” with Kanye West after the US rap star wore a “White Lives Matter” T-shirt at Paris Fashion Week.

The company stated, “After repeated efforts to privately resolve the situation, we have decided to place the partnership under review.”

Furthermore, they added, “We will continue to co-manage the current product during this period.”

Adidas began producing and distributing West’s Yeezy brand in 2013 after the fashion designer signed a deal with them. In August 2022, West started venting about his frustration with the company over their deal that was supposed to last until 2026.

Also Read: $1.8B Rich Fashion Mogul Kim Kardashian Reveals Kanye West Questioned Her Fashion Sense: ‘He can’t help himself’

‘Under Review’ Adidas Relationship: Kanye West’s Response

Kanye West
Kanye West

Upon hearing Adidas’ announcement regarding the partnership with West’s Yeezy brand, he replied to the statement on Instagram, stating, “F–K Adidas, you robbed and stole my designs.”

According to the sources, West alleged in a direct message on Instagram to a media company that Adidas “picked colors and named them,” “hired people that worked for [him],” “stole [his] colorways [and] styles” and hired a general manager without his approval.

Later, he deleted the Instagram post that he had longstanding disagreements with Adidas about managing the line.

Additionally, the rapper claimed that the corporation delayed the production of his Yeezy Gap partnership with Balenciaga.

As of then, Adidas did not respond to West’s allegations. However, as the All of the Lights rapper’s future in fashion hangs in the balance, it appears that the company must address the issues it has with him.

Also Read: “Kim is so grateful Khloe has her back”: Kim Kardashian Feels Good After Khloe Slaps Kanye West With Brutal Response After His Constant Assaults

After Effects For Adidas As Kanye West Blames The Brand 

Kanye West
Kanye West

Adidas might be facing financial trouble after putting West’s partnership under review. According to the company, stocks fell by 3% in early Frankfurt trading Friday, approaching six-year lows.

The Adidas Yeezy arrangement, which expires in 2026, was one of the most successful footwear collaborations ever.

Also Read: “Wait am I canceled again?”: Kanye West Finds New Target in Justin Bieber’s Wife Hailey Bieber After She Blasted the Rapper for His Controversial Fashion Stunt

Besides Adidas and Gap, Kanye has previously stated that he would like to independently venture into the fashion world. However, West told in an interview, 

“It’s time for me to go it alone.” “It’s fine. I made the company’s money. The companies made me money. We created ideas that will change apparel forever, like the round jacket, the foam runner, and the slides that have changed the shoe industry. Now it’s time for Ye to make the new industry. No more companies standing in between me and the audience.”

In response to Adidas’ exclusive deal under review, West erupts into a meltdown and feels it’s time for him to step up to the plate.

Source: Page Six

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